entrepreneurs are famously optimistic. So when things aren't going well for a company,

they sometimes aren't willing to admit that things aren't going well. And for a lot of

CEOs, especially if you've had years and years of success, you've got a self-confidence

where you think, I can do this, I can do this. And then it just isn't working. And it's very

difficult to reach out and say, help me.

That's Jeff Vogel saying. He's what's called a turnaround consultant. He parachutes into companies that are having a

financial crisis and his job is to turn things around. He says the most difficult part of the job

is often just convincing company leadership to make

tough decisions. This is where they get caught up in, we should analyze this further. Let's talk about it more.

Let's do more research. Let's get more data. And I always say, listen, we're done with that process.

We're going to make a decision. And we're going to pick, I'll say this politely,

we're going to pick the least crappy option.

I've coined that the LSO over the years, but we'll call it the LCO here.

But good business leaders make a decision.

They don't wait for perfect information.

They don't wait until one of the answers is obviously good.

They've got two bad options, which is the least bad.

Let's go.

I'm Dan Heath, and this is what it's like to be.

In every episode of the show, we interview someone from a different profession.

We ask what it's like to walk in their shoes, a stand-up comedian, a hairstylist, a welder.

We want to know what they do all day at work.

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